ABB wanted to increase their global share of the saturated, commoditised, and complex solar inverter market. We had the bright idea of focusing on the audience with the most potential – solar installers. Customers rely on them; we positioned ABB as the partner that they could rely on themselves. The “Count on us” campaign put their work in the spotlight and got them to dream big. Installers loved it, resulting in a worldwide increase in shipments and a recognisable change in brand perception.